Black Friday openings pushed earlier than ever

Lisa Fornof shows off a dress/top based on the painting "Stages of Life" by artist Linda Ballantine that she sells at Va Va Chic, Urban Chic Boutique on South Magnolia Avenue in Ocala, Fla. on Thursday, Nov. 15, 2012. Fornof's boutique is located upstairs in the Shannon Roth Collection building on the Ocala Downtown Square.

Published: Sunday, November 18, 2012 at 6:30 a.m.

Last Modified: Saturday, November 17, 2012 at 9:57 p.m.

Retailers, it appears, just can't wait for the spending to begin.

Buoyed by forecasts of “robust” and higher spending over 32 official shopping days this holiday season, some of the big players — Sears, Walmart, Toys R Us, Target — are getting a jump on the traditional Black Friday kickoff to the holiday buying season, opening earlier than ever on Thanksgiving night.

For these retailers and others, the leftovers might not even be put away before the doors open to bargain-hungry shoppers. It seems 8 p.m. Thanksgiving is the new 4 a.m. Black Friday.

And by all estimates, shoppers may forgo the last bite of pumpkin pie Thursday evening, opting instead for a shot at $10 DVD players, TVs for less than $200 and clothing starting as low as $6.

Local retailers said they're ready.

“Consumers have a strategy. They shop for door busters in a certain fashion,” Florida Retail Federation President Rick McAllister said last week. “Retailers respond to what consumers want. When we started opening the doors at midnight, it worked in some places, it didn't in others.”

And if these earlier Thanksgiving openings don't work, he added, the early bacchanalia of buying may revert back to hours some shoppers think are more sensible.

But few expect that to happen.

Whether they get up at midnight, 4 a.m. or sleep until noon, shoppers this year are forecast to spend more money on holiday gift buying than they did last year and every year since the recession in 2008. Each of us is likely to spend, on average, nearly $750 on clothing, electronics, toys, gift cards and the like.

McAllister, still wearing a Santa suit from an earlier video conference, addressed Florida reporters on a conference call Thursday. In the Sunshine State, he estimated, spending will be up at least 5.2 percent over 2011 spending — itself up more than 5 percent over 2010.

“In fact,” he added, “I'm going to go out on a limb and say we might even beat that 5.2 percent.” He's that optimistic.

What that works out to, he said, is some $58 billion spent in Florida alone this holiday season. “That's a lot of jobs, a lot of taxes collected,” he added. “It's a win for the consumer, a win for the retailer, a win for the state.”

Statewide, retailers hired some 42,000 seasonal employees, he said, and for some, that could be the ticket to full-time employment.

Moreover, we'll be something we haven't been in a few years: generous to ourselves. Experts expect we will spend another $140 or so on self-gifting.

“In slower times, all we do is shop our lists,” McAllister said, “but if we're comfortable with where we are, we like to spend a little something on ourselves.”

The National Retail Federation is just as optimistic. “We expect sales to grow 4.1 percent over last year,” NRF President Matt Shay said in a conference call a few weeks ago. “This is the most optimistic forecast since the recession.”

Online shopping, a fast-growing segment of holiday retailing, is expected to grow some 12 percent — 15 percent just in Florida — this year as consumers take advantage of smartphone and tablet apps allowing them to know prices on items at rival stores.

Piling on, AAA's Consumer Pulse survey also indicates a green holiday. “While a majority of consumers (62 percent) plan to spend the same amount of money on presents as last year, 14 percent of them plan to spend more money, a 40 percent increase from 2011,” noted an AAA release.

“People are still looking for sales and ways to stretch their dollar,” said managing director Belinda Dabrowsk in the release. “All it takes is a little bit of research and knowing what means of savings are already at your fingertips.”

Lisa Fornof says bring 'em on.

The proprietor of VaVa Chic boutique in the loft of the Shannon Roth Collection at 22 S. Magnolia Ave., open since April, is experiencing her first holiday shopping season as a retailer.

“I'm excited about the season,” she said. “This is supposed to be the retailer's peak time of the year. I'm going into it with open arms and planning to do the best that I can.”

Downstairs, Shannon Roth also foresees a merry Christmas.

“We had a good Christmas last year,” she said. “I was satisfied, and I am expecting a much more successful year. I had a good year this year based on my year-to-date.”

Around the corner at Stella's Modern Pantry, general manager Thomas Pestow echoes their optimism.

“We do anticipate a higher volume of customers this year,” he said. The kitschy kitchenware shop and boutique eatery at 20 SW Broadway St. enjoyed an overall increase in customer traffic the whole year.

While he attributed it to Stella's consistency, Pestow also acknowledged “the amount of attention the city has put into downtown itself with the beautification of Broadway and Fort King, what they've done with Citizens' Circle and also the farmers market.”

All these touches, he said, are helping lure potential customers downtown.

But next door at the Marketplace on Broadway, 20 SW Broadway St., owner Mary Stevens isn't as optimistic as her fellow merchants.

“This year has been below expectations,” she said — despite touches like champagne chilling in the back for customers and adoring pooches willing to be petted.

“For 17 years we've been hanging on by teeth and nails,” she added. “We have wonderful customers who love us and are very loyal.”

Still, Stevens is not willing to write off the season. “You can't not be optimistic,” she said. “Hope is always there.”

The Paddock Mall also is braced for the onslaught of Christmas consumers, noted Ashley Trudell, director of marketing and business development.

“We're 100 percent occupied,” she said, except for some empty slots in the food court. This is the first time in “a while” — she's not sure exactly how long — all merchant slots in the mall have been “fully leased out.”

“We'll be jam packed,” Trudell added. Of course, for some crowds are a tad overwhelming, so this year the Paddock Mall — all Simon properties, in fact — will feature a “rejuvenation station” in the old Gause & Son Jewelers site.

“There'll be phone chargers, and chairs, HD TVs and soft DVDs playing; it'll be a place to come and relax, to unwind,” she said. “We understand how hectic it can be shopping, so if you need five minutes, take five minutes.”

Most stores in the mall open at midnight Thursday. Sears opens four hours earlier: 8 p.m. Thursday.

“We're encouraging all our stores to open at midnight, but if they don't we expect them to open at least by 5 a.m.” Friday, Trudell said. At least two stands in the food court open at midnight, too.

The mall opens four hours earlier this year than it did last year, matching door buster opening times for many big box retailers with units in the area.

And while some of the biggest open mid-evening Thursday, not everyone is happy about it.

A Target employee in Corona, Calif., opened a petition on change.org urging the chain to step back from its 9 p.m. Thursday opening.

“Thanksgiving is one of the three days us retail workers get off a year,” she wrote, “a day most all of us spend with family we only get to see on that day.

“Since workers need to show up sometimes hours before the story officially opens, this will take much of Thanksgiving away from retail employees across the country. Target can take the high road and save Thanksgiving for employees like me and our families by saying no to ‘Thanksgiving Creep.' ”

By Friday, there were nearly 230,000 signatures on her petition. Target, however, plans to open at 9 p.m. Thursday.

Others aren't much worried about it. Teresa Dunnam of Jezebels, 56 SE First Ave., doesn't plan to open the doors to her boutique any earlier than normal.

“When people go out for Black Friday, they're going out for the amazing deals,” she said. “You know, half off or 75 percent off. Nobody comes in here to get that kind of deal. I don't run sales like that.

“I believe if your product is a good product and unique and what people want and if you give great customer service, that will sell the product,” Dunnam added. By the way, she's very optimistic about the upcoming selling season.

“All indications here is it's going to be a fabulous Christmas.”

Taking a broader view is Laura Wise, owner of Talullah in the Market Place shopping mall on Southwest College Road.

Smaller than a department store but larger than a boutique, the shop specializes in comfort and cruise clothing for women.

“We'd like to be someplace where you can shop all year,” Wise said. Friday's likely to be another day, though she said sales may go up some during the holidays.

Ah, yes, the holidays. They're here.

“I believe traditions have not changed over the years,” Fornof said.

“The spirit of Christmas is still alive,” she added, “and people take the opportunity to get together and bless another family member with something special they've picked out.”

<p>Retailers, it appears, just can't wait for the spending to begin.</p><p>Buoyed by forecasts of “robust” and higher spending over 32 official shopping days this holiday season, some of the big players — Sears, Walmart, Toys R Us, Target — are getting a jump on the traditional Black Friday kickoff to the holiday buying season, opening earlier than ever on Thanksgiving night.</p><p>For these retailers and others, the leftovers might not even be put away before the doors open to bargain-hungry shoppers. It seems 8 p.m. Thanksgiving is the new 4 a.m. Black Friday.</p><p>And by all estimates, shoppers may forgo the last bite of pumpkin pie Thursday evening, opting instead for a shot at $10 DVD players, TVs for less than $200 and clothing starting as low as $6.</p><p>Local retailers said they're ready.</p><p>“Consumers have a strategy. They shop for door busters in a certain fashion,” Florida Retail Federation President Rick McAllister said last week. “Retailers respond to what consumers want. When we started opening the doors at midnight, it worked in some places, it didn't in others.”</p><p>And if these earlier Thanksgiving openings don't work, he added, the early bacchanalia of buying may revert back to hours some shoppers think are more sensible.</p><p>But few expect that to happen.</p><p>Whether they get up at midnight, 4 a.m. or sleep until noon, shoppers this year are forecast to spend more money on holiday gift buying than they did last year and every year since the recession in 2008. Each of us is likely to spend, on average, nearly $750 on clothing, electronics, toys, gift cards and the like.</p><p>McAllister, still wearing a Santa suit from an earlier video conference, addressed Florida reporters on a conference call Thursday. In the Sunshine State, he estimated, spending will be up at least 5.2 percent over 2011 spending — itself up more than 5 percent over 2010.</p><p>“In fact,” he added, “I'm going to go out on a limb and say we might even beat that 5.2 percent.” He's that optimistic.</p><p>What that works out to, he said, is some $58 billion spent in Florida alone this holiday season. “That's a lot of jobs, a lot of taxes collected,” he added. “It's a win for the consumer, a win for the retailer, a win for the state.”</p><p>Statewide, retailers hired some 42,000 seasonal employees, he said, and for some, that could be the ticket to full-time employment.</p><p>Moreover, we'll be something we haven't been in a few years: generous to ourselves. Experts expect we will spend another $140 or so on self-gifting.</p><p>“In slower times, all we do is shop our lists,” McAllister said, “but if we're comfortable with where we are, we like to spend a little something on ourselves.”</p><p>The National Retail Federation is just as optimistic. “We expect sales to grow 4.1 percent over last year,” NRF President Matt Shay said in a conference call a few weeks ago. “This is the most optimistic forecast since the recession.”</p><p>Online shopping, a fast-growing segment of holiday retailing, is expected to grow some 12 percent — 15 percent just in Florida — this year as consumers take advantage of smartphone and tablet apps allowing them to know prices on items at rival stores.</p><p>Piling on, AAA's Consumer Pulse survey also indicates a green holiday. “While a majority of consumers (62 percent) plan to spend the same amount of money on presents as last year, 14 percent of them plan to spend more money, a 40 percent increase from 2011,” noted an AAA release.</p><p>“People are still looking for sales and ways to stretch their dollar,” said managing director Belinda Dabrowsk in the release. “All it takes is a little bit of research and knowing what means of savings are already at your fingertips.”</p><p>Lisa Fornof says bring 'em on.</p><p>The proprietor of VaVa Chic boutique in the loft of the Shannon Roth Collection at 22 S. Magnolia Ave., open since April, is experiencing her first holiday shopping season as a retailer.</p><p>“I'm excited about the season,” she said. “This is supposed to be the retailer's peak time of the year. I'm going into it with open arms and planning to do the best that I can.”</p><p>Downstairs, Shannon Roth also foresees a merry Christmas.</p><p>“We had a good Christmas last year,” she said. “I was satisfied, and I am expecting a much more successful year. I had a good year this year based on my year-to-date.”</p><p>Around the corner at Stella's Modern Pantry, general manager Thomas Pestow echoes their optimism.</p><p>“We do anticipate a higher volume of customers this year,” he said. The kitschy kitchenware shop and boutique eatery at 20 SW Broadway St. enjoyed an overall increase in customer traffic the whole year.</p><p>While he attributed it to Stella's consistency, Pestow also acknowledged “the amount of attention the city has put into downtown itself with the beautification of Broadway and Fort King, what they've done with Citizens' Circle and also the farmers market.”</p><p>All these touches, he said, are helping lure potential customers downtown.</p><p>But next door at the Marketplace on Broadway, 20 SW Broadway St., owner Mary Stevens isn't as optimistic as her fellow merchants.</p><p>“This year has been below expectations,” she said — despite touches like champagne chilling in the back for customers and adoring pooches willing to be petted.</p><p>“For 17 years we've been hanging on by teeth and nails,” she added. “We have wonderful customers who love us and are very loyal.”</p><p>Still, Stevens is not willing to write off the season. “You can't not be optimistic,” she said. “Hope is always there.”</p><p>The Paddock Mall also is braced for the onslaught of Christmas consumers, noted Ashley Trudell, director of marketing and business development.</p><p>“We're 100 percent occupied,” she said, except for some empty slots in the food court. This is the first time in “a while” — she's not sure exactly how long — all merchant slots in the mall have been “fully leased out.”</p><p>“We'll be jam packed,” Trudell added. Of course, for some crowds are a tad overwhelming, so this year the Paddock Mall — all Simon properties, in fact — will feature a “rejuvenation station” in the old Gause & Son Jewelers site.</p><p>“There'll be phone chargers, and chairs, HD TVs and soft DVDs playing; it'll be a place to come and relax, to unwind,” she said. “We understand how hectic it can be shopping, so if you need five minutes, take five minutes.”</p><p>Most stores in the mall open at midnight Thursday. Sears opens four hours earlier: 8 p.m. Thursday.</p><p>“We're encouraging all our stores to open at midnight, but if they don't we expect them to open at least by 5 a.m.” Friday, Trudell said. At least two stands in the food court open at midnight, too.</p><p>The mall opens four hours earlier this year than it did last year, matching door buster opening times for many big box retailers with units in the area.</p><p>And while some of the biggest open mid-evening Thursday, not everyone is happy about it.</p><p>A Target employee in Corona, Calif., opened a petition on change.org urging the chain to step back from its 9 p.m. Thursday opening.</p><p>“Thanksgiving is one of the three days us retail workers get off a year,” she wrote, “a day most all of us spend with family we only get to see on that day.</p><p>“Since workers need to show up sometimes hours before the story officially opens, this will take much of Thanksgiving away from retail employees across the country. Target can take the high road and save Thanksgiving for employees like me and our families by saying no to 'Thanksgiving Creep.' ”</p><p>By Friday, there were nearly 230,000 signatures on her petition. Target, however, plans to open at 9 p.m. Thursday.</p><p>Others aren't much worried about it. Teresa Dunnam of Jezebels, 56 SE First Ave., doesn't plan to open the doors to her boutique any earlier than normal.</p><p>“When people go out for Black Friday, they're going out for the amazing deals,” she said. “You know, half off or 75 percent off. Nobody comes in here to get that kind of deal. I don't run sales like that.</p><p>“I believe if your product is a good product and unique and what people want and if you give great customer service, that will sell the product,” Dunnam added. By the way, she's very optimistic about the upcoming selling season.</p><p>“All indications here is it's going to be a fabulous Christmas.”</p><p>Taking a broader view is Laura Wise, owner of Talullah in the Market Place shopping mall on Southwest College Road.</p><p>Smaller than a department store but larger than a boutique, the shop specializes in comfort and cruise clothing for women.</p><p>“We'd like to be someplace where you can shop all year,” Wise said. Friday's likely to be another day, though she said sales may go up some during the holidays.</p><p>Ah, yes, the holidays. They're here.</p><p>“I believe traditions have not changed over the years,” Fornof said.</p><p>“The spirit of Christmas is still alive,” she added, “and people take the opportunity to get together and bless another family member with something special they've picked out.”</p><p><i>Contact Rick Allen at rick.allen@starbanner.com.</i></p>